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The Negative Rebrand
Type: University brief
Date: November 2024
Briefed by: University of Hertfordshire
THE CHALLENGE
My brief was to create a public awareness campaign for something that has caught my eye in the recent news. It could be any subject or topic that is interesting enough to share with others.
INSIGHTS
I chose a story about how Paralympian Baroness Grey-Thompson is to lead a new expert group to improve aviation accessibility, empower consumers and improve industry standards.
THE SOLUTION
Creating a PR strategy to highlight how disabled travellers are treated and how difficult it can be to fly. It’s aimed at airlines to make them feel ashamed about the lack of training and disability awareness.
The Out of Home use airlines' recognisable branding to relate to passengers, for example Easyjet's iconic orange, or Emirates' red square. However, each one has a negative twist, using tone of voice to capture the attention of passers-by. These are located in airports, along otherwise boring walkways, giving people something thought-provoking to create intrigue and learn more about the campaign.
Coming from Rights on Flights, passengers have the opportunity to learn more about the inequalities, discrimination, and damage disabled travellers face globally. They can visit the web page with information about why this particular campaign was created and match statistics to actively gain a better understanding. Certain airports will also have an interactive screen for passengers to match the statistics whilst waiting.
The Instagram and X posts show the reaction to the campaign from the public, airlines, and other organisations. These were designed with each brand's tone of voice in mind - for example Ryanair is known to be quite unserious, whereas Emirates has a higher reputation to uphold. Rights on Flights Instagram page has informational content and updates, as well as memes, and dark humour.
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